Branded “Daddy’$ Money,” the sneakers feature a concealed wedge heel and sell for between $50 and $80. Skechers is advertising the shoes with the tagline “Get spoiled with Daddy’s Money,” ABC News notes.

Critics complain that the advertising is sexist and encourages girls to leverage their femininity to obtain financial benefits. The company argues that the marketing campaign is “fun and lighthearted.”

Ads for the sneakers are running on teen-friendly channels including MTV and The Hub.